Excerpt below is unedited draft prior to publication
You can approach event marketing one of two ways: attaching your name to an existing event, or creating your own. Both can generate new business and have distinct advantages and challenges. You can choose to do either, or both, but the most successful entrepreneurs always know what they are getting into before making important decisions.

As you read further in this book, you will see the bulk of it is devoted to helping you create a successful event of your own. I’ll review the strategy and planning that takes place before your event happens, offer hundreds of ideas you can use, and help you determine just how successful it really was when it is over. I believe any determined business owner can pull off an event that helps increase name recognition, associates their business with a positive experience, locates lucrative new clients, and increases the efficiency and effectiveness of marketing efforts. I want you to feel confident about developing an event plan that both works in your industry and improves your bottom line significantly.

Still, you can “piggyback” another event and still attain some success. In this chapter we will discuss the good, the bad, and the ugly of investing your resources in an existing event, such as acquiring a booth at a public show.